The Hershey Co. has launched its first-ever continuity program, turning candy wrappers into currency for eBay.
Hershey kicks off the campaign, called Get It with WrapperCash, with its first online auction on May 15. Consumers collect codes from wrappers from 10 brands, then bank them online to bid in Hershey auctions on eBay, or buy gear from Hershey’s Redeem Now online store.
Auctions and the store operate from Hersheys.com. Daily auctions include a wide range of items from T-shirts to TVs, cars and one-of-a-kind experiences. Hershey will host daily auctions through October. Reedem Now items include branded playing cards, magnets, keychains, mugs and apparel.
Participants can bank their WrapperCash points via text message—smart planning for a high-volume impulse item like candy, and a good way to engage younger consumers.
The campaign also courts eBay’s 193 million registered members.
“By leveraging the power of eBay, Hershey is taking consumer loyalty programs to a whole new level,” said eBay North America CMO Gary Briggs in a statement.
“We are thrilled to partner with eBay for a promotion that puts our consumers in charge,” said Hershey Director Consumer Promotions & Licensing Ernie Savo in a statement. WrapperCash “taps into one of the top online activities today—online auctions.”
Participating brands are Hershey’s, Reese’s, Kit Kat, Almond Joy, Mounds, Take 5, PayDay, York, Snack Barz and Hershey’s Cookies. Packages each carry two or three points. The cost of Redeem Now items range from 12 to 140 points. Registrants can enter up to 36 codes each day. Purchasers pay $3.50 for shipping and handling for each Redeem Now item, via credit card or PayPal account.
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